Kfc Marketing Strategy in Mauritius

KENTUCKY FRIED CHICKEN INTRODUCTION KFC Corporation, establish in Louisville, Kentucky, is the grounds most popular yellow(a) eating place filament, specializing in Original Recipe, Extra Crispy, Kentucky Grilled sniveller and Original Recipe Strips with home-style sides, H wizardy BBQ Wings, and freshly do chickenhearted sandwiches. Every day, to a greater extent than 12 million customers be served at KFC restaurants in 109 countries and territories most the world. KFC operates more than 5,200 restaurants in the United States and more than 15,000 units around the world. KFC is world famous for its Original Recipe fried chicken .KFC is made with the enigma blend of 11 herbs and spices Colonel Harland Sanders perfected more than a half-century ago. Customers around the egg in any case enjoy more than 300 some other point of intersections from Kentucky kfc primarily sells chicken in conformitys of pieces ,wraps salad and sandwitches. While its primary focus is fried chick en it in addition digests a quarter of roaster chicken harvestings side dishes and desserts. PickNEat (KFC) is a front moon-curser when it opens its first stunnedlet in Curepipe in 1983. Thanks to KFC, eating out puzzles accessible to almost anybody.Convivial atmosphere, unique tasty recipes base on attested chicken cuts prepargond on the spot, quality and hygiene This promise made thirty years ago to consumers has been kept. With fourteen outlets around the island, KFC outlets have become today the preferred eating drifter of Mauritians, living and amusement spots for families and young race particularly. KFC Mission KFC Vision Read more http//www. ukessays. com/essays/ patronage/strategies-for-the-mauritius-fast-food- market- fear-essay. phpixzz2QWwSUPMF It is the beginning of a new era that the fast food attention has gradually breakthrough the Mauritius lifestyle.Due to the globalisation process, many fast food franchises ar now acquirable in Mauritius. Whether th ese fast foods have revolutionised Mauritius, today these products form part of our lifestyle and culture. People rely on their convenience to prove their lives and productivity. But in the fast and increasing competitive clientele environment of today, the right marketing approach is necessary to compete with rivals. The ability to assume effective marketing strategy which enable the firm to become more responsive and adaptable to the market lead perhaps more than incessantly before, contrastingiate the winners from the losers.The rational of developing marketing strategies is to respond to the increasing spunky demand in fast food and to eventually step-up the market circumstances of Kentucky Fried Chicken. Themarketing flowdeals with the way in which a business usesprice, product, distribution and promotionto market and sell its product. The marketing mix is often referred to as theFour Ps since the most classical elements of marketing atomic number 18 concerned wit h Product the product (or service) that the customer obtains price how much the customer pays for the product Place how the product is distributed to the customer promotional material how the customer is lay down and persuaded to buy the product . PRODUCT product are offerings that a seller offers to the target auditory sense to match their gets and want In Mauritius, KFC products are manufactured within international norms and quality to provide the maximum enjoyment to its customers. The products sold are Halal guaranteed. Thus whatever someones belief and culture, he or she flowerpot eat KFC products. Thorough analyze of the product line has been conducted to meet up the polar tastes and habits of different people in Mauritius.In Mauritius, Chicken Delights product mix consists of five dollar bill product lines, namely fried chicken, Chips, burgers, salads and soft drinks. Read more http//www. ukessays. com/essays/business/strategies-for-the-mauritius-fast-food-market-b usiness-essay. phpixzz2QWwib0Kp KFCs primary product ispressure-friedpieces of chicken made with the Original Recipe seasoner mix. It is marinated, dipped in a dredge and egg based mixture, and breaded with flour before being fried geographic segmentation kfc has outlets internationally and sells its products check to geographic need of the customers.In Mauritius kfc has 14 outlets. it focus customer demand . some of the restaurants are found near big shopping centers e. g riverbank riviere du rempart and La croizette in grand baie and 2 outlets are found at port louis. Demographic segmentation Demographic segmentationconsists of dividing the market into groups based on variables much(prenominal) as age, gender family size, income, occupation, education, religion, race and nationality kfc segments market on demographic basis in this way Age-chidren,teenagers family size 1-2,3-4,5+ family lifestyles income market situation fc constantly perform market explore to acquire infor mation just about the tastes and lifestyles to improve its marketing strategies to better compete with its rivals such as MacDonald and nando. It uses the cost as whats fresh? , Fresh is part of everything we do, its so good. . PRICE The nitty-gritty of money that customers have to pay while buying the product. in other words the amount that kfc charge for its product. pricing policy when kfc first started its business in Mauritius it adopted a skimming price policy. because it had competitive return it target the middle to upper class people.However, the advantage tends not to be sustainable. The high price attracts other new competitors and the price inevitably evenfall due to extendd supply Competitors. in mauritius kfc has two major competitor namely the Macdonald and the Nandos. The kfc price can be compared with the price of its substitutes . if the competitor provide the same product with lower price then kfc also must(prenominal) lower its price. There is perfect compe tition thus kfc must forever accept the market price for its products. Costs. kfc price its product keeping different points in view. They adopt cost based price strategy. ricing product embarrasss includes overheads such as research and development, investment in equipment, people and technology, as intimately as direct costs, such as raw materials and ingredients. Thus product is priced according to standard of product and segments. In the cost based we include both fixed and variable costs. .Customers. The business needs to consider what its customers expectations will be. For example, customers may be prepared to pay more for a product that is unique or produced in an ethical and sustainable manner. This would place it as a premium brand above its competitors.Kfc primary(prenominal)tain its market research to obtain information toidentify and define marketing opprtunities. PLACE KFC in figures* viosterol employees 10,000 customers daily 14 outlets HACCP National Quality Aw ard * 2011 Figures Sooo good PR0MOTION Promotion is the method used to inform and educate the chosen target audience about the organization and its products. KFC using reminder advertisements which stimulates repeat purchases of its product. The slogan Its hitchhike linkin good like a reminder to remind consumer how good they mat up last time when ate KFC. KFC use athletic supportership as a legal document of promotion tool due to sponsor can increase encounter of companionship.Currently, KFC sponsor in the Australian Cricket Team. Sales promotion is one of the tactics to promote product KFC. KFC use coupons, entertainment, exhibits to increase it exchanges. The logo of the sunny Colonel is probably one of the most recognized faces in the world and in a flash brings the image of fried chicken to ones mind. -KFC and its new company jingle, feel lcikin good? is a frequent announcement on televisions, billboards, flyers and radio. The opinion of showing a normal customer dee ply involved in devouring his piece of chicken usually turns on the drool mill in everybodys mouth and makes them rush to the nearest KFC.In CANADA where chicken lovers are plenty abound these ads featuring normal people connect instantly and take a shit a rush at their outlets. Using the following methods KFC spreads its message of finger licking good chicken. Promotion Read more http//www. ukessays. com/essays/marketing/the-concept-of-the-marketing-mix-marketing-essay. phpixzz2QYVBewzgPromotion is the main tool to bring all the chickenlovers attention towards its delicious one of a kind productfried chicken. They try to promote their product through radio,television,billboards,flyers.Kfc try to sponsor events in order to strengthen their company image. KFC Mauritius has launched its new website KFC Mauritius recently launched their website which is available at www. kfc. mu. This new website is great news for KFC-lovers (99. 5% of the Mauritian population) around Mauritius as it has a lot of useful information, including menus, stock certificate locations, and a in all load of finger-lickin crap. It also has a games section, which is a huge waste of space. romotion KFC does promotional activities by offering add-ons to the existing menu, gift coupons, T-shirts, Kids meal etc.KFC promotes its products through liquid crystal display displays kept inside its outlets which promotes their products and kindles desires among consumer. India being the country with largest youth population has favored the growth of KFC and it has become the fastest growing fast food chain in India pushing aside McDonalds and Pizza Hut. Conclusion KFC- STRENGTH- It is a very famous fast food chain outlet that started fromLouisville Kentucky. It has been cognise to be a leader in the chicken restaurantsegment with annual sale of more than a billion dollars.It has more than 50% of the market share in fast food industry& new entrants are determination it very difficult to capture its share. It has gained enormous recognition as a reputable brand forfast food & has globally positioned itself well in industry. It has a high global brand image compared to its othercompetitors. It has a virile charge over its competitors with its primaryproduct fried chicken. It has strong location,store management,motivated work force& franchises. It has a strong distribution network such as outlets in shoppingmalls,airports etc. WEAKNESSES-Kfc is not innovative because it serves unaccompanied the chickenproducts to the customers. It doesn? t offer any new or differentiated products. It felt after the market was offering new products because itwas two-base hit other fast food chains to remain competitive. Its merger with different corporations resulted in big cultural line of work for kfc employees such as merger with pepsico. The company is only focusing on few locations & is ignoring tocheck standards at franchises in different countries. Kfc is facing problems to mainta in the higher standards of hygienic food & is being charged in different countries due topoor standards of hygiene food.Some of the examples are as follows- In 2007 a kfc outlet in newyork city was initiated to be ratinfected. In 2009 a kfc store in London was also charged with 1 foodhygiene fines. A accost case in 2010 exposed poor hygiene at a kfc store inSydney,Australia. OPPORTUNITIES- Changing demographics trends provides opportunity todiversify into new products & locations. Increasing demand for foodstuff eaten outside the home. Expand globally to capture the untapped markets & increasethe revenue. The company can take advantage of Nafta(North American freetrade agreement). Expansion for the latin American markets.Consumers are becoming health cognizant so they decided tointroduce new products line for this segment. To be environmently responsible because it will improve thepublic image of kfc & will aid it to increase its revenue. To diversify into other fast foods & meal s. To open more outlets in metro to increase their presence Its soGood is a message that is embedded in all aspects of KFC marketing mix. Not only are the products designed to explore and taste good, they are produced from Original Recipe of 11 herbs and spices in a way that addresses peoples concerns about issues such as health and the origins of their food.This helps to ensure that trunk KFC a trusted brand. THREATS- Kfc is facing strong competition from its competitors,such asMcdonalds,yum,subway & pizza hut. It is also facing competition from local restaurants in differentcountries of the world. The company is facing problem in maintaining same standardsat their international franchises. To sustain a market lead position in the global fast foodindustry. Other players are bout to new menu offerings,locations . Increase in number of health conscious consumers. Saturated fast food industry in the us market. RECOMMENDATIONSKFC-If kfc could increase company own restaurants,whiche nables it to control quality,services & restaurantcleanliness therefore more capital is needed. Kfc need to make sure that their restaurants offer adiversified menu. To provide their customers with quality food,excellentservice & restaurant cleanliness. Kfc should ever so listen to their customers & try follownew trends on market in order to satisfy theircustomers. The company should try to develope new products thatcustomers want in order to increase their financialperformance & value. 4 and not because its the trendy new thing to talk about in restaurants. The